Frank started Fitnessmith with a truck, a tool bag, and his own vision for service. Word spread rapidly throughout South Florida about Frank’s expertise and his straight-forward, get-it-done work ethic. Under Frank’s leadership, Fitnessmith placed its service flag in the ground and quickly became known for its white glove service approach. Reacting to market demands, Frank created the unlimited return service trip at no charge for all monthly service clients which further strengthened brand loyalty. As the service sector continued to grow, Frank turned his focus to solve another untapped niche in the market: used equipment. This popular niche spun into a new division for pre-owned equipment including sales, on-site upholstery, and refurbishment. Fast forward almost 20 years, the company built on sweat-equity has now evolved into a national, multi-dimensional, sales and service company. As an owner of Fitnessmith and an investor in private health clubs, Frank is extremely well-versed on all facets of the fitness industry. Fitnessmith continues to seek and provide solutions to meet the ever-changing business challenges of our clients.


Michael’s entrée into the world of fitness began in 1995 as an owner of a 15K square foot gym. Owning a gym stimulated his quest for knowledge in the fitness arena. Wanting to be a ‘student of the game’, Michael immersed himself in the industry and worked for leading companies in software, equipment manufacturing, and the private athletic club sectors. Upon joining Fitnessmith, Michael’s mission was to open a division focusing on new equipment sales by partnering with manufacturers who bring innovative yet credible equipment options to our clients. Under Michael’s watch, Fitnessmith has grown to include business services such as brand consulting, franchise development, finance and leasing, design and layout, and extended warranty plans. Michael has successfully transitioned the company from a regional to a national provider with over 1000 installations per year. His extensive knowledge of the industry from both sides of the business, as an owner and as a solution provider, makes him a highly sought expert and client advocate.


As the most recent addition to the Fitnessmith team, Felicia brings over 15 years of executive level experience in operations, sales, marketing, and brand management. Felicia’s expertise lies in the delivery and customization of signature brand experiences in niche studios, resorts, upscale athletic clubs, as well as day and medical spa environments. She is famous for building dynamic, customer-centric teams who deliver results in both urban and suburban markets throughout the US. As the person who was responsible for capital expenditures and brand management in prior roles, Felicia has a unique perspective on how Fitnessmith can continue to push the envelope as a collaborative partner. New business segments include procurement services and a custom sourcing division for accessories, retail, and branded items. Felicia will lead Fitnessmith’s operations team to support, expand, and deliver their signature 360º Fitness Solutions.

FITNESSMITH Providing 360º Fitness Solutions